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Please help us to congratulate Sheryl Schultz!

selected as one of 50 Women You Need to Know in Martech - 2018.

Please take a moment to celebrate Sheryl!

By sharing her accomplishment, you're not only amplifying the collective voice of brilliant, deserving women — you are also reinforcing your support for women, in all workplaces and all industries, around the world.



Women in Martech

To kick off our Women in Martech Series, and to be considered one of 50 Women You Need to Know in Martech - 2018, we asked women to provide their thoughts in three areas: Career, Martech in Practice and Women in Martech.

Women in Martech is a weekly series, beginning in January 2018, based on the thoughts, advice and opinions of real women about marketing and marketing technology.

Subscribe to the Women in Martech series:

Here’s what Sheryl had to say!

What advice would you offer someone getting into marketing in this landscape?

I regularly meet with college students thinking about careers in marketing, and am always shocked at how little their colleges and universities prepare them for the new reality of marketing.

Most of them are studying PR or marketing communications, and believe that tweeting or starting a blog is enough to break into the field.

Here’s what I tell them:

Marketing now straddles the line between content, technology, data and strategy

You need to be conversant in technology before you graduate. Build a website. Download the free version of Hootsuite and use it. Familiarize yourself with the free tools that surround Twitter.

If you’re creating content, you need to understand what to do with it.

Rather than taking an internship that feels comfortable, stretch yourself and apply for roles that will teach you to take the levers of technology in your hands to drive campaigns or analyze them.

Learn to network

Take advantage of the numerous marketing meetups taking place wherever there’s a community — at school, in your town.

Reach out to college alumni to talk to them about the jobs they do and the people they hire. And take notes!

Look at the job specs for entry-level marketing positions at companies you are interested in

Find out, while you’re still in school, what technical skills they are looking for, and what skills they feel you need.

At the foundation of all of this is the ability to write. As much as we rely on technology to drive marketing programs, the ability to develop content on the fly, and communicate your ideas in writing, is critical to your success in marketing today.

How has your role changed because of marketing technology?

I spent my career launching technology companies, predominantly in telecom, but I got my start in marketing technology as an investor and board member 10 years ago, raising all the initial capital and serving on the board of a now successful social analytics firm, and formally advising a variety of different martech companies on their go-to-market and fundraising strategies.

As the martech world began to accelerate, a symptom of that growth was that the companies I was advising and meeting with were finding it increasingly difficult to get their message across the transom to their potential users.

The seeds of an idea to start CabinetM were sown, and my business partner and I began to ideate about a platform to help marketers discover the technology they needed, and connect them to the appropriate tech companies in a warm contextual environment.

I never planned to be an entrepreneur — the majority of my career was spent supporting them — but as a career marketer it was hard to ignore how large and complex the martech market was going to be, and how much help marketers would need to navigate it.

It was hard NOT to build this business.

CabinetM is going on four years old, and every day new marketers are using our platform to help them with their now technical roles.

What is the #1 challenge facing women in martech today?

It turns out that women in martech have the same challenges as women in every other industry. We are fighting to be heard, acknowledged and included.

The term “manpanel” is one that has come up over and over again during the past 12 months, to reflect the all male panels that are rampant. At many conferences, including the most recent October MarTech Conference in Boston, the panels are stacked with men, with very little diversity, women or otherwise.

The good news is that there is attention on it, and increasingly there is sensitivity to it. To keep breaking down those barriers, women in martech need to build strong networks of men and women where their knowledge is acknowledged, and leveraged.

This is an industry where technical expertise is appreciated — We shouldn’t wait to be invited. Women in martech need to be inclusive of other women when they are building panels, dinners or discussions.

When there’s a call for papers or panelists, they need to respond, and they need to follow up.

Be sure to read 50 Women You Need to Know in Martech - 2018 and sign up to receive the Women in Martech series.